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Will Luis Suarez's World Cup Bite Cost Him Sponsors?

A few weeks after tying the Premier League’s single-season scoring record, Uruguayan striker Luis Suarez may be on the verge of setting another record: the shortest-ever sponsorship of an international soccer star.

During the course of Uruguay’s victory against Italy Tuesday, Suarez appeared to bite Italian defender Giorgio Chiellini on the shoulder. If confirmed — and there doesn’t appear to be much doubt — it would be the third time Suarez has used his teeth on an opponent, all but ensuring a harsh response from FIFA, the governing body world soccer.

I’ve reached out to representatives of 888 Holdings PLC, the publicly traded parent company of 888 Poker, to ask if the company intends to continue its relationship with Suarez. I’ll update this post if I hear back.

[Update: Several hours after this was posted, 888 Poker tweeted: "Following recent allegations made against Luis Suárez, we are reviewing our relationship with him. We will not tolerate unsporting behavior."]

Suarez also appears in star-filled spots for AdidasAdidas and Beats that are on on heavy rotation during World Cup broadcasts. Adidas was quick to respond to the incident with a statement saying it takes the matter “very seriously” and will be taking it up with Suarez. Nevertheless, the athletic gear maker has also been taking heat on social media.

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